Every year, tens of thousands of exhibitions are held worldwide, which contributes to a booming exhibition market but also leads to varying quality in events. To build the reputation of brand exhibitions and better protect the interests of exhibitors, visitors, and organizers, several authoritative evaluation bodies and established assessment systems have emerged within the international exhibition industry.

On a global scale, the most authoritative organization for exhibition evaluation and accreditation is the Global Association of the Exhibition Industry (UFI).

UFI has stringent requirements and a detailed review process for exhibition projects and organizers applying for membership. Obtaining UFI accreditation and the right to use the UFI mark has become an important symbol of a high-quality exhibition. In mid-September 2015, the Haimei Group’s “Haimei Textile Expo” was UFI-certified, making Qingdao Haimei International Exhibition Co., Ltd. a new UFI member.

Quantitative standards for UFI’s evaluation of an exhibition’s success include revenue, rented space, tickets sold, catalogues sold, service revenue, number of exhibitors, and number of visitors.

Qualitative standards include exhibitor types, visitor types, media commentary, and the atmosphere during the exhibition. Visitor analysis, conducted via surveys, assesses sources (domestic, foreign, regional), roles, industries, visiting times, and frequency. Additionally, some exhibitors are interviewed to gather feedback on their views, wishes, and experiences regarding the exhibition.

These survey results are made public to measure the success of an exhibition, update exhibition concepts, and improve services. If certain objectives aren’t met, organizers analyze the causes and develop strategies to prevent recurrence in future events.

1. European Exhibition Statistical Report

Europe has the most robust exhibition economy worldwide. An annual European Exhibition Statistical Report is released, and data is audited by national institutions before official publication. In 2004, 18 European countries held 1,415 exhibitions and fairs, with 512,000 exhibitors, 49.5 million visitors, and 21.5 million square meters of exhibition space. UFI estimated around 1.5 million exhibitors and 160 million visitors across Europe in 2004, so the audited numbers are about one-third of the estimated total.

Countries participating in this report have audit bodies, such as Germany’s Society for Voluntary Control of Fair and Exhibition Statistics (FKM), France’s OJS, the UK’s CCDE, the Netherlands’ FBTN, and Denmark’s Audit Bureau of Exhibitions. Among these, FKM (Germany) and OJS (France) are the most influential internationally.

2. German Exhibition Evaluation Institution – FKM

Germany’s leading exhibition evaluation institution, the Society for Voluntary Control of Fair and Exhibition Statistics (FKM), falls under the German Trade Fair and Exhibition Industry Association (AUMA). Founded in 1965, FKM sets standards for exhibition data auditing to enhance transparency and authenticity. It consists of 75 German members and international members such as the Hong Kong Trade Development Council, Verona Fiere in Italy, and Moscow MVK.

FKM quantitatively analyzes three metrics for exhibitions: exhibition area, number of exhibitors, and visitor count, broken down into net exhibition area, gross exhibition area, exhibitor profiles, and visitor statistics. Over 50 years, FKM has become a symbol of quality and brand in Germany’s exhibition industry, expanding its audits to German-organized exhibitions worldwide.

3. French Exhibition Evaluation Institution – OJS

The Statistical Audit Bureau for General and Specialized Fairs and Exhibitions (OJS) in France was established in 1967, with support from the Ministry of Finance. Its mission is to audit exhibition statistics, create a fair competitive environment, and provide reliable data on exhibition quality. OJS employs independent audit firms to verify data on sales area, exhibitors, and visitors.

4. Chinese Exhibition Evaluation Institution – Eventgold

Eventgold True Exhibition Certification is a professional agency in China for verifying and publishing exhibition data. Eventgold collects and audits data on exhibitors, booth areas, and visitor composition, working with prominent auditors to ensure high data quality. The establishment of Eventgold has positively influenced the development of China’s exhibition industry.